Is Summer No Man’s Land for PR Launches?

Posted on: July 7th, 2011 by Beth Monaghan | 6 Comments

Every summer, companies rush to get their major news announcements out before the vacation season gets underway. A quick Web search about the most popular weeks for vacation didn’t turn up much information other than the common knowledge that the weeks before and after Memorial Day, July 4th and Labor Day are popular.

While some of our most fruitful media initiatives have taken place over holiday weekends when news is slower, we don’t typically recommend the summer months for major launches. Summer is an important time to maintain momentum though, and there are many cases when news cannot, and should not wait until the fall when the wires will be cluttered again with news releases fighting for attention.

So if you are planning a summer launch or campaign, when should you do it? We decided to get some qualitative data to understand the best bets. We ran the poll through Crowdtap (an InkHouse client), which is an on-demand consumer participation network. We asked 1,013 men and women between the ages of 13 and 75 (the average age of our respondents was 31) when they plan to take vacation this summer.

The results were not overwhelmingly definitive. People will be on vacation every week of July and August, but some weeks were more popular than others:

Weeks to Avoid

  • July 11, 18% on vacation
  • July 25, 11% on vacation
  • August 1, 11% on vacation
  • September 5 (week of Labor Day), 10% on vacation
  • September 12, 13% on vacation

The Best Weeks

  • August 15, 6% on vacation
  • August 22, 4% on vacation

Here is a screen shot of the complete results:

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6 Responses

  1. Andrew Hally says:

    What suprises me is that early September appears to be worse than most summer months! In fact, w.o. September 12th is the second-most vacationed week.

    I’d love to know the vacation patterns of writers and editors and bloggers, the gateway to those surveyed above.

    Also, European and Asian holidays matter when a company has to take a world-wide view.

  2. [...] Click here for more info. You’re not doing anything anyway. [...]

  3. [...] The PR firm Inkhouse surveyed 1,013 people ages 13 to 75 —the average age was 31—and found that 18 percent are vacationing this week. [...]

  4. [...] Check it out: “We asked 1,013 men and woman between the ages of 13 and 75 (the average age of our respondents was 31) when they plan to take vacation this summer … some weeks were more popular than others. Weeks to Avoid: July 11, 18% on vacation, July 25, 11% on vacation, August 1, 11% on vacation, September 5 (week of Labor Day), 10% on vacation, September 12, 13% on vacation. The Best Weeks: August 15, 6% on vacation; August 22, 4% on vacation.” [...]

  5. [...] a not-so-scientific method, Inkhouse has determined that Summer is the worst time to try to sell a new book, or do most any professional thing really.  Of course, that’s not very surprising — [...]

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